What
doesn’t kill you…. Make You an Entrepreneur
26th
Jan, 2013
By:
Amar Naik
This article talks
about Entrepreneur qualities which a person should have to start a business of
his own. This is the qualities on which you can work to increase the
probability of achieving success. There is a great
saying in clinical psychology: “genetics loads the gun and environment pulls
the trigger.”
·
Character: one’s
power of persuasion and leadership skills are the most outstanding, according
to Target Training International, Ltd., a research firm in Scottsdale, Ariz.,
which recently published its data in a post on the Harvard Business Review blog.
·
Values: Value systems largely vary from person to
person. Not only are ethical values largely subjective, objective values —
seeking of pleasure or avoiding pain — similarly cross the spectrum.
·
Attitudes: Personality is mostly determined by genetics,
but your attitude toward circumstances and things outside your control are
indicative of your ability to build a thriving business. If you have a negative
disposition, a "can’t do" attitude, or are generally defeatist in
nature my first suggestion is, engage in some serious introspection.
·
Interests: Historical data is extremely helpful with regard
to Interests. Can you think back far enough to remember your natural
inclinations as a child? Did you enjoy challenges, disrupting the normal,
questioning the status quo? Were you constantly “shaking things up” for a
chance to improve yourself or those around you?
THURSDAY, DECEMBER 27, 2012
By: Priyanka s.
·
Gems Surprise launched in 2010 is a poor cousin of
Kinder Joy. The variant launched to fight the Kinder Joy became a poor second
cousin because of unimaginative gifts and poor campaign.
·
The demand for kinder joy increased as the toys in
Gems surprise are of bad quality.
·
Now Gems Surprise has corrected the mistake by
launching a new set of toys featuring the Panda which has been the main
character in Gem's campaign.
The variant is currently running a TVC featuring adults in line with the brand's strategy of targeting adults.
The variant is currently running a TVC featuring adults in line with the brand's strategy of targeting adults.
·
The TVC is well made but one wonders whether there is some confusion
regarding the targeting part of STP.
·
Gems Surprise is fighting against Kinder Joy which is targeting kids.
Now Gems Surprise wants adults to buy the brand and collect the toys. This is
creating confusion as Gems surprise are not targeting there consumers properly.
Expecting that adults would indulge in a product like Gems Surprise is
imagination running wild. Now if the brand expects the kids to buy Gems
Surprise by seeing the campaign is also a highly optimistic thought since the
ad is appeals to adults rather than kids.
·
So this is another brand which got confused because of its own actions.
The brand should have left this variant to kids. In fact Gems is beginning to
alienate the kids and is not making right noises to get adults on board.
·
Ideally the brand should have found some universal message that has
appeal across age groups. Cadburys has done that with Dairy Milk. In the case
of Gems, the brand is just saying that it is Umarless (Ageless) but not saying
why. What Gems needs is the universal brand mantra that appeals to
everyone regardless of age.
Brand Update: Can SRK save Lux?
By: Shourya
SRK is once again
featuring in the ad of Lux. It was in 2005 that SRK stunned brand watchers in
an ad for Lux. At that time Lux was celebrating 75 years of stardom but this
time it’s a desperate attempt to rejuvenate the brand. Lux which always
centered around celebrities has been struggling for the last few years. Reports
suggest that Lux is witnessing a de-growth thanks to competition from the likes
of Santoor. Lux over the years has been facing a positioning problem. Too many
variants shifted the HUL's focus from strengthening the core brand to
leveraging or rather squeeze the brand equity. This virtually made the core Lux
brand vulnerable to competition. The commoditization of celebrity endorsement
further diluted the celebrity-focused positioning of Lux.
The current campaign
features SRK with the current Lux Diva Katrina Kaif. The brand completely
changed its beauty based positioning (benefit) and decided to focus
on fragrance (product feature).The brand is pitching that it contains
international quality fragrances. From benefit to feature based positioning is
a step backward for the brand. Usually brands start with feature based
positioning and later graduate to higher -order attributes.
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